Integrating digital and traditional channels Converged Media Paid Media Bought

Integrating digital and traditional channels

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Integrating digital and traditional channels Converged Media Paid Media: Bought media including offline media Owned Media: Media channels the brand controls Earned Media: Media Channels beyond the control of the company 34
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An interpretation of the differences between the old and digital media
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(a) traditional media, (b) new media Summary of communication models
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(a) traditional media (same message); (b) new media (unique messages and more information exchange between customers) Summary of degree of individualisation
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Channels requiring integration as part of integrated e-marketing strategy
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"Customers' behavioural manifestation toward a brand or firm, beyond purchase , resulting from motivational drivers such as word-of-mouth activity, recommendations, helping other customers, blogging and writing reviews". Van Doorn et al. (2010) Customer Engagement has emerged as a priority by academics and practitioners alike… Engagement and Sharing are the keys!
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Web 2.0 technologies identified as an enabler of customer engagement "Engaged customers are likely to recommend products to others, e.g., by word-of-mouth, blogs, social networking, comments on websites, etc., and even add value by providing user-generated content". "Customer engagement expands the traditional role played by customers and includes them in the value-adding process by helping sellers understand customer needs, participating in the product development process, providing feedback on strategies and products, and becoming advocates for the product". Sashi (2011)
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Building a cross-channel marketing organization requires three processes: 1. Creating a cross-channel marketing strategy. Create an overarching marketing strategy that aligns with your company's strategic objectives. 2. Integrating cross-channel activity. Create a single point of integration for all your online channels. 3. Measuring a common cross-channel metric. Use of a common metric allows comparison among all channels and campaigns. Source: http:// annel-marketing#ixzz1lGta1Fmw
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YouTube video explaining the Tesco Homeplus Virtual Subway Store presence in South Korea. Source:
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Digital Marketing Strategy Overview: Prospects & Customers
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S.M.A.R.T Goals
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